A KEY STATEMENT on how the Isle of Wight Council plans to enhance its support for the Island’s visitor economy has been delivered by Cllr George Brown, the cabinet member responsible for tourism.
Cllr Brown made his ‘direction of travel’ statement at Tuesday night’s cabinet meeting at Northwood.
The statement will be followed up with a report to cabinet in November.
In his speech on Tuesday, Cllr Brown stressed the IW Council intended to play an enhanced role in supporting the visitor economy and that the authority stood ‘squarely behind the industry’.
Cllr Brown also promised to enhance ‘frontline’ services including the Island’s network of Tourist Information Centres and said the Council would continue its multi-million investment in improving the public realm — thereby making the Island a better place to visit – through the One Island programme.
Cllr Brown also pledged to raise the profile of the visitor economy within the strategic priorities of the council while he also said council support of major events such as music festivals and Cowes Week would continue.
Full draft of the Cllr Brown’s speech below:
“The nature of the visitor economy is changing and we must change with it.
Over the past two years, through enquiry by the council’s policy commission and in further consultation, we have challenged the effectiveness of the council’s contribution to attracting visitors.
Our conclusion is that the local authority must increase its efforts in crucial areas, while passing over some other activities to safe hands within, or directly representative of, the tourist industry.
The areas where we believe the council must allocate more resources are in the front line of visitor impact when they arrive on the Island. This is why we intend to continue the One Island programme — particularly in schemes that improve the appearance of our roads, towns, villages and the natural beauty of our coast and countryside. We also intend to improve personal information to visitors in our Island-wide face-to-face service, in which TICs already play an admired role as ambassadors on which we shall build. We also recognise the importance of telephone and email responses to visitors, just as it is for residents. This is why we shall continue to improve our comprehensive call service.
The other crucial role on which we will concentrate more resources is in allocating greater importance and priority to the visitor sector within our economic strategy. Hitherto it must be admitted that insufficient corporate weight has been placed behind the strategic management of this largest contributor to Island employment and prosperity. Good strategic management depends upon excellent two-way communications between council and industry. Only in that way can the council’s allocation of public resources be based on sound information. We intend to operate an “open door” policy between the council and businesses in the industry and representative bodies such as the Chamber of Commerce Tourism and Industry.
I have mentioned the increase in council resources to the impression the Island makes on visitors, causing them to endorse our qualities to others and to return. That is one aspect of the council’s role in attracting visitors but we also attach great importance to festivals and events. By good strategic management, in co-operation with the industry, we expect continuing growth in events with a high spending profile. Those supported by the council, often with very considerable resources, already attract large numbers to the Island. The council will continue and develop this support. Such events are ideal platforms from which we can both raise the profile of the local authority and also champion the Island’s potential to investors and other key players.
We shall also aim to encourage and nurse new events with timing away from the high visitor season.
Our emerging vision is underpinned by a simple principle: Let us do what we do best, and let the industry do what is does best. That is why I have mentioned the public appearance of the Island, public information, economic strategy and events in the former category. On the other side of the coin there are activities undertaken within the council that may belong more appropriately under industry control. We shall be testing the most appropriate positioning of booking agency business and accommodation guide production over the coming months. It will be appreciated that the council’s accountability to the taxpayer will require such testing to be conducted on a best value for money basis. I do not expect the contribution of any such activities to promotion of the Island to visitors to be diminished by any changes that may be made.
“Let’s be clear — the council intends to play an enhanced role in supporting the visitor economy. That the council stands squarely behind the industry should not be doubted for a second. Together we can deliver a standard of tourism product that will maintain the Island as one of the UK’s, if not the world’s premier destinations.
“I believe these measures represent a practical and sensible way forward. The council is committed to improving the three strands of its economic strategy. These are the enhancement of the visitor economy, attraction of inward investment to increase job prosperity and constant improvement of the standard of life for residents. Since the tourist industry on the Island represents the largest sector of that economy it is essential for the council and its industry partners to work well together and to enjoy mutual trust and confidence. That, in a nutshell, is our policy and direction of travel. We have good professional staff within the council and I am certain they will take us there.
“A full formal report, incorporating all I have said this evening will be brought to cabinet in November.”
